This study was conducted to investigate the relationship among three variables, namely price, quality of food and atmosphere with student satisfaction. The inconsistency of service delivery among on-campus cafeteria operator has become one of the main reasons for this study. Due to that, student satisfaction when dining in at the restaurants is difficult to achieve and maintain if the service delivered does not meet their needs. To overcome this problem, the restaurant needs to understand the positive and negative elements that can affect their business to achieve the maximum level of customer satisfaction. This study focuses on three independent variables namely price, quality of food and atmosphere, to understand their relationship with customer satisfaction. The study was conducted in Universiti Teknologi MARA Pulau Pinang with a total of 360 students were participated for questioning through convenience sampling method. Based on the results, the quality of food has the most impact on student satisfaction, followed by the atmosphere and price. The results indicate that all of the stated variables do have a significant impact on customer satisfaction and the stated objectives were achieved. University's cafeteria should take severe measures to improve the price, quality of food and the atmosphere of the cafeteria for long-term sustainability.
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In-Text Citation: (Ibrahim, Mustapha, Saber, Jasni, & Mehat, 2018)
To Cite this Article: Ibrahim, M. Z. F., Mustapha, R. I. P. R., Saber, J. M., Jasni, W. N. F. W., & Mehat, N. H. (2018). A Study on Student’s Satisfaction towards On-Campus Foodservice: A Case of UITM Penang Students. International Journal of Academic Research in Business and Social Sciences, 8(17), 227–237.
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